It’s a social media world, one where consumers rely more heavily on their peers’ online opinions than ever before. This is especially true when planning a trip.

A company called Olery acts as an aggregator for all reviews posted about a particular hotel online. This gives the hotel the ability to respond to reviews in a more timely fashion. Whether a patron posts to Twitter, TripAdvisor, or Facebook, the service lets hotels see such activity in real-time and respond accordingly.

Olery’s data, summarized in visual form below, shows that most people consult reviews before deciding where to stay. Roughly half of all travelers post reviews — and wouldn’t book a hotel without any reviews.